Is rising mehengaai raising your BP? ask the Flipkart 'Kidults' in this new ad campaign

Conceptualised and executed by Lowe Lintas Bangalore, the campaign is a series of 8 unique films, set in 8 relatable, humorous situations

ETBrandEquity

September 12, 2017, 09:06 IST

The air is chock-a-block with festivals and related sales. It is also a time when people plan the majority of their household shopping. Practically, every brand has a consumer offer and every medium is filled with sale communication. Flipkart's communication had to cut through this noise and appeal to every Indian, that builds the stature of Flipkart’s The Big Billion Days as the largest sale event the country has ever witnessed, be it online or offline. Noise apart, it was a tougher task to do better than the BBD 2016 campaign - the iconic ‘Itne mein itna milega’ that was a resounding success and has resonated strongly with consumers.

‘Mehengaai’ is a very colloquial word used by the common populace for rising prices or inflation which also happens to be a common grouse of the country. It is a frequently used term and rings true across all generations, genders and regions. What if, for 5 days, you could forget ‘mehengaai’ (inflation) and get the freedom to indulge? The idea of ‘Ab mehengaai giregi’ – (now inflation will fall) was born and BBD 2017 was positioned as the antidote to rising prices.

Conceptualised and executed by Lowe Lintas Bangalore, the campaign is a series of 8 unique films, set in 8 relatable, humorous situations that will be visible on and offline. Featuring the now familiar, endearing world of ‘Flipkart Kidults’, each film is centred around 2 characters. A frustrated one complaining about the ever-growing inflation, and the other who presents Flipkart’s The Big Billion Days 2017 as a solution to rising prices.

Highlighting the creative thought process Arun Iyer, chairman & CCO, Lowe Lintas said, “At a time when rising prices are on everyone’s minds, I think it’s quite cool that Flipkart is making it possible for people to afford the things they’ve always wanted. That’s where the line “Ab mehengaai giregi” comes in. Our intention was to make BBD more than just a mere sale event. Which is why we tackled the cultural problem of ‘mehengaai’ as a whole. We had a blast shooting these different situations, especially with Abhinay, who brings his own magic to everything he does.”

Shoumyan Biswas, CMO, Flipkart, adds: “Over the years Flipkart Big Billion Days has grown from the largest shopping carnival in India to being synonymous to #1 festive sale in the country. All of India will see prices drop on things they desire the most and exclusive deals and products unlike anywhere else. Our campaign ‘Ab Mehengaai Giregi’ puts out the biggest offers that are not just worth the claim but also address the daily life woes of every Indian about 'Mehengaai'. Nothing is ordinary about the Big Billion Days for us, and we are well prepared to reach out to our consumers with highly engaging communication and epic offers”.